A team and I created this proposal for the One Club Creative Boot Camp-Chicago in March 2015.

2. drive penetration
with millennials
women
task

3. the
customer

5. • smart shoppers
• read labels
• make informed decisions
• want to live healthy lifestyle
• avoid bad food
• research health trends
• tell people about health
• doesn’t calorie count
• consumes calories that count
• online

7. • your mom’s drink not yours
• no association with clean
• PURE vs Crystal Light
the
brand

8. • next to unhealthy stuff
• next to competition
• in a place they won’t go
in
store

9. • very little
• doesn’t reach the target
the
reach

10. not quite there

11. adjust brand so that
a millennial woman
would notice it and try it

14. move to water aisle
small display in healthy living section
add to impulse section
in
store

15. how we
reach them

17. • hit all major social media
• give them content on clean living lifestyle
• mix branded and not branded
• give them content that interests them

18. Water. Just so happens to be the best cure for common
bodily nuisances like dry skin, headaches and the
old-fashioned shitty mood.
POST

20. ADD
CLEAN
FLAVOR
DRINK
SOME
WATER

24. @the_cleanlife

25. #purecrystallight

26. how we get
them to notice

30. 5K

31. why this
will work

32. you have the product
we direct her to your product